I have experienced petrol prices that are now almost double what they were so a 25% increase isn't too bad, granted most of that is owing to duty rises rather than the manufacture increasing prices... but at then end of the day with your car, if you can no longer afford to run it you find an alternative, I cycle now instead of driving my car for 30 mins, my other option is to lump it. The petrol company knows if I want fuel I will pay those prices as there is no alternative. Similarly, if GW increase their price people will still pay it if they want it. It just takes longer to save up for it . As for GW destroying their sales IIRC the total sales were down but profits were up so if mass selling a lower prices isn't working lower volume with greater profits might. It sucks because its our plastic crack and I am fortunate enough to be within the UK so the prices aren't that uncomfortable.